The Effect of Consumer Persuasion Knowledge on Scarcity Appeal Persuasiveness

Aguirre‐Rodriguez, Alexandra

doi:10.1080/00913367.2013.803186

Cited by 78 publications

(44 citation statements)

References 39 publications

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“…This study used established scale items, consisting of such measures as similarity to the ad creator (blogger) (Thompson and Malaviya, 2013), ad attribute (authenticity) (Lawrence et al , 2013), attitude toward the ad (affective) (Lawrence et al , 2013), attitude toward the ad (deceptive) (Aguirre-Rodriguez, 2013), credibility (brand-related communications) (Malär et al , 2012), trust in the blogger (DeCarlo et al , 2013) and purchase intention (Chiu et al , 2012). Applying this approach, attitudes/beliefs about the attributes of the blogger, advertised brands and purchase intent are measured to indicate the multiple effects of brand-related communications on cognitive structure variables (Mitchell and Olson, 1981).…”

Section: Methodsmentioning

confidence: 99%

Consumer attitudes towards bloggers and paid blog advertisements: what’s new?

Esch

Arli

Castner

et al. 2018

MIP

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Purpose Reports show that 6.77m people published blogs on blogging websites and more than 12m people write blogs using their social network. However, few studies have explored consumer attitudes toward bloggers and their advertising. Therefore, an effort to discover how paid blog advertisements influence consumer attitudes toward bloggers and the products they advertise will help marketers gain an understanding of how to use bloggers as paid sponsors to influence consumer purchase intent. Using online survey approach, a study recruited participants (n=210) through an online survey platform (MTurk). The results indicated that the similarity between the consumer and the ad creator is an important psychological reason why consumers are more likely to perceive advertisements as more authentic, more affective, less deceptive and more credible, and they are thus more likely to trust the blogger. On the other hand, the importance of ad attribute (authenticity) does not significantly influence consumers’ intention to purchase products advertised by a blogger. As consumers are becoming more skeptical of advertisements, blogs need to be entertaining and a pleasure to view. Not only does the content need to be interesting, the design, flow and clarity of the blogs must also be considered important factors. In addition, advertising needs to be believable, credible and honest. In the online world, trust and credibility are still paramount in attracting consumers’ engagement; hence, promoting companies’ products and services through blogs can be an effective strategy to lower consumer skepticism barriers. The paper aims to discuss these issues. Design/methodology/approach Participants answered questions about their attitudes toward bloggers and their advertising when purchasing products in an online retail environment. Furthermore, participants also answered questions about their perceived trust in the bloggers themselves as well as the authenticity and credibility of the brand-related communication received from bloggers. Moreover, they reported on their attitudes toward how deceptive they considered bloggers and their advertising to be. Finally, participants reported how paid blog advertisements influence their purchase intent. Findings Similarity toward the ad creator is an important psychological reason behind consumers’ attitude toward blogs. Consumers who follow a blog often have the same interests and are thus more likely to support bloggers. This idea can be used as a segmentation strategy to reach particular consumers. Consumers who perceive similarity with the ad creator are more likely to recognize the ads as more authentic, affective, credible and trustworthy as well as less deceptive, regarding the blogger. Blogs need to be entertaining and a pleasure to view. Not only does the content need to be interesting but the design, flow and clarity of the blog are also important factors. Blog advertising needs to be believable, credible and honest. In the online world, trust and credibility are still paramount in attracting consumers’ engagement with the website, bloggers or social media. Originality/value Trust in the blogger did not influence consumers’ purchase intent; however, it did influence their attitude toward how similar they are with the blogger. In an online shopping environment, the human touch and personal contact between consumers and retailers has been lost. Consumers often leave the online transaction due to a lack of trust. Therefore, bloggers can be replacements for the missing “salesperson” in online interactions. Companies can use bloggers as the mediating person to reach their intended audiences, bridging the gap between the company and consumers.

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Section: Methodsmentioning

confidence: 99%

Consumer attitudes towards bloggers and paid blog advertisements: what’s new?

Esch

Arli

Castner

et al. 2018

MIP

View full text Add to dashboard Cite

show abstract

“…However, firms need to be very cautious when coding the two types of scarcity into marketing messages, especially in relation to demand-related scarcity appeals (e.g. "in popular demand" and "over [number] sold"), because consumers may feel that firms cannot accurately gauge demand information (compared with supply information), which triggers perceptions of deceptiveness (Aguirre-Rodriguez, 2013). By referring to the previous section on consumer characteristics, close connections can be made between demand-induced scarcity and conformity theory (i.e.…”

Section: The Types Of Scarcitymentioning

confidence: 99%

The use of product scarcity in marketing

Shi

Chumnumpan

2020

EJM

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Purpose As a frequently observed business phenomenon, the use of product scarcity to improve a product’s market performance has received increasing attention from both academics and practitioners. The resulting literature has covered a wide variety of issues based on various theories, using different research methods, in a diverse range of settings. However, this diversity also makes it difficult to grasp the core themes and findings, and to see the outstanding knowledge gaps. This paper aims to review previous studies on the use of product scarcity in marketing and identifies new directions for future research. Design/methodology/approach A systematic review was conducted to identify and analyse 66 research papers published in business and management journals between 1970 and 2017. Findings The authors examined the underlying theories of scarcity-based marketing, and developed a conceptual framework that describes the key factors of product scarcity and how they influence both consumers and the market. They also highlighted some key achievements in modelling the processes involved in using product scarcity in marketing. Originality/value This analysis of the identified papers suggests that there are substantial gaps in our knowledge of this field, which opens up new paths for future research. For future research, the authors identified three directions aimed at: addressing the practical needs of firms in understanding product scarcity; guiding the implementation of scarcity-based strategies; and measuring, monitoring and predicting the level of product scarcity and its impacts during implementation.

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“…Although there are different ways to conceptualize persuasion knowledge, it generally refers to consumers’ “overall knowledge of how persuasion works” (Ham, Nelson, & Das, 2015, p. 25). Consumers with lower persuasion knowledge are less likely to effectively process persuasion attempts (Petty & Cacioppo, 1981) and more likely to be susceptible to them (Aguirre-Rodriguez, 2013; Bearden, Hardesty, & Rose, 2001).…”

Section: Literature Reviewmentioning

confidence: 99%

A Double-Edged Sword? Predicting Consumers’ Attitudes Toward and Sharing Intention of Native Advertising on Social Media

Lee

Kim

Ham

2016

American Behavioral Scientist

151

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Despite the increasing popularity and advantage of native advertising on social media, advertisers are concerned about the possibility of native ads misleading consumers, resulting in boomerang effects. This study attempts to address this concern by comparing the predictive role of native ad nonintrusiveness with that of native ad manipulativeness in consumers’ attitude toward and sharing intention of native advertising. Findings from an online survey of 550 U.S. adult consumers showed that native ad nonintrusiveness was positively related to attitude toward and sharing intention of native advertising, whereas native ad manipulativeness was not. Consumers’ ad skepticism and persuasion knowledge were negatively related to attitude toward and sharing intention of native advertising; but persuasion knowledge became nonsignificant when native ad nonintrusiveness and manipulativeness were included in regression models. Additionally, those with stronger information-seeking motivation showed more positive attitudinal and behavioral responses. This study advances the knowledge of native advertising by examining the possibility of its being a double-edged sword. Theoretical and practical implications are discussed.

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The Effect of Consumer Persuasion Knowledge on Scarcity Appeal Persuasiveness

Cited by 78 publications

References 39 publications

Consumer attitudes towards bloggers and paid blog advertisements: what’s new?

Consumer attitudes towards bloggers and paid blog advertisements: what’s new?

The use of product scarcity in marketing

A Double-Edged Sword? Predicting Consumers’ Attitudes Toward and Sharing Intention of Native Advertising on Social Media

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